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Facebook Inc (NASDAQ:FB) has quietly been holding talks with media companies about the possibility of hosting their content inside its platform rather than using external links that direct users to their sites. Facebook’s 1.4 billion active users justifies the networks desire to become a content news sites instead of being a platform for hosting links, reports the New York Times.

The new plan seeks to make the experience of consuming content online more seamless between Facebook Inc (NASDAQ:FB) and media outlets. News articles shared on Facebook are usually linked to publisher’s websites and usually take about eight seconds to open on a new tab in a web browser. Facebook believes this is too much work that only ends up consuming more time compared to directly hosting the content on its platform.

The giant social network is looking to reach an increasingly fragmented audience that is always glued to smartphones with the new initiative. Such a plan coming to fruition rests on the mercy of news organizations that over the years have been trying to keep readers within their own ecosystems for the purpose of accumulating vital data from them.

The new format should be up and running in the coming months according to sources familiar with the matter with initial partners expected to be the New York Times, National Geographic and Buzzfeed. Advertising revenue has always been one of the reasons media outlets have always used links to direct readers to their sites. Facebook Inc (NASDAQ:FB) is reportedly planning to make the proposal more interesting by allowing publishers to make money from advertising that would run alongside the content.

There is however, a lot of clarification that needs to be made before Facebook Inc (NASDAQ:FB) gets the support of as many publishers as possible, by essentially ensuring it is a win for both sides. Some media companies are already raising concerns that there has been a drop in traffic from Facebook attributed to the company prioritizing videos; seen as a much more lucrative medium for ad sales.

Media companies also want assurances of improved user’s experiences before agreeing to the new plan. It also remains to be seen how the new plan will address media companies that run subscription plans for their content even as Facebook Inc (NASDAQ:FB) moves to assure them they will make more money from advertising and its huge user base.

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